Designing with Scale case study

The challenge

Manje connects people in the diaspora to health insurance providers back home in Africa. It started with one country, Ghana. But the business could only succeed by expanding to more countries, and that brought a risk: redesigning the experience every time a new country was added.

The catch

The brief was for one country. As designers, we expected it to grow, so we designed for as many countries as would be added, not just Ghana. That way, nothing would need a redesign later.

The goal

Let users quickly find insurance packages for their country.
Keep country selection to as few clicks as possible.
Build a system where adding a country takes minimal effort.

One small change at the top

The answer started in the hero. Before, the main button said “Learn More”, which sent everyone to the same generic content. Now it says Select Country. Visitors choose where their loved ones live before they browse anything, and each country leads to its own experience.

The Manje homepage hero before and after: the “Learn More” button replaced by a “Select Country” search field.

A list that can grow

Select Country opens a dropdown, and users can also type to search. Each country is listed with its flag and its local product, like Ghana with Manje Ahomka and Zambia with Manje Z-Sure.

The last option is always Other. It takes people from countries Manje doesn’t serve yet to a waitlist page, so nobody hits a dead end, and the business learns where to expand next.

The open country dropdown in the hero, with the Select Country field and the list of Ghana, Zambia and Other enlarged.

Adding a country is now just adding a row to this list.

Switching country anytime

The chosen country also appears in the navigation bar with its flag, next to Country Info, Hospitals and Insurance. Users can switch country from there at any time without going back to the homepage.

The Manje navigation bar, with an enlarged view of Country Info, Hospitals, Insurance and the Ghana flag.

Works on every screen

The same country-first flow works on desktop and on phones, where Select Country sits right under the headline.

The Manje homepage with Select Country on a laptop and on a phone.

Why it scales

Additive. New countries don’t need a redesign.
Consistent. The same experience works in every market.
Flexible. It leaves room for search, regions and personalisation later.
Responsive. It works well on every device.

The result

When Manje expanded from Ghana to Zambia, the design was ready: the new country was simply added to the list.

Overview